THE BRIEF
To deliver an unforgettable two-night brand immersion in the vibrant Spanish capital for Madri. With a seamless programme blending culture, cuisine, creativity and world-class entertainment, this Madrid showcase needs to offer guests a perfect balance of curated group moments and relaxed leisure time.
DAY ONE
Guests arrived into Madrid and were met by our team for private transfers into the city.
We kicked things off with an exclusive group lunch at Jubel, where cold Madri beers and a selection of premium canapés set the tone for the days ahead.
Following lunch, guests checked into the stylish Only YOU Atocha, with time at leisure to explore the city or unwind.
That evening, the group dined at Posada de la Villa, one of Madrid’s most historic restaurants, famous for its succulent roast lamb and traditional Castilian charm. The warm, atmospheric setting made it a perfect first-night dining experience.
DAY TWO
Day two centred around a truly unique group activity. We hired a former railway museum, transforming the industrial space into a vibrant, Madri-inspired graffiti workshop.
From bespoke catering to branded tote-bag stations, this was a logistically immense event that required precision planning and supplier coordination.
The result? An energising, hands-on experience where guests embraced their creative side and produced their own graffiti artworks.
After the workshop, the group returned to the hotel to refresh before the highlight of the evening: VIP access to Mad Cool Festival. With world-class artists performing, the atmosphere was electric and offered a once-in-a-lifetime festival experience.
DAY THREE
The final day offered guests a morning and lunch at leisure, allowing them to savour Madrid at their own pace, checking out the major attractions before their departures back to the UK.
Outcome
From exclusive venues to creative workshops and VIP festival moments, this Madrid incentive programme delivered a high-impact experience that guests won’t soon forget. Through meticulous planning and bold destination choices, Ulterior Events crafted a seamless journey that perfectly showcased the energy and culture of Madrid.
